Learning Outcomes:
Gain a comprehensive understanding of sophisticated digital tracking methods including identity graphs, 1st-party tracking cookies, data clean rooms, and server-to-server cookies
Apply different attribution models strategically and with a keen eye to insights but also limitations of this methodology
Design and interpret conversion and brand lift studies
Understand the role of media mix modelling in evaluating long term portfolio effectiveness
Measure, evaluate, and optimise digital marketing campaigns to enhance overall marketing effectiveness.